Woman Proudly Displays Double Mastectomy Scars in New Equinox Ad

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January 5, 2017

Footage of a woman having her mastectomy scars inked over by a tattoo artist has formed part of an inspiring new campaign by the luxury gym chain, Equinox.

Samantha Paige, who had a preemptive double mastectomy after she was diagnosed with thyroid cancer and tested positive for the BRCA 1 gene mutation, took part in the “Commit to Something” campaign because it resonated with her own personal mission.

The 41-year-old artist from Santa Barbara, California told PEOPLE that the message of the campaign dovetailed with her beliefs. “It felt very powerful to make the decision to not be waiting for a diagnosis, but to sort of flip that on its head.”

“Equinox’s message of Commit to Something is about being able to look at yourself in the mirror and realize who you are and stand up to those values. It just dovetails with what I believe in,” she added.

Paige decided to undergo reconstructive surgery after undergoing the mastectomy, but later had the implants removed. “I felt better immediately,” she told the magazine. “I wanted to feel healthy, and I knew for me it was the right decision.”

Equinox shared two short clips featuring Paige on social media. In one, Paige stares straight at the camera, telling viewers: “Scars aren’t ugly. Scars are really just beautiful badges reminding you what you chose to go against; not just the size of your opponent but the size of your commitment.”